Advertising serves three basic purposes first is sales promotion i.e. to persuade people to buy a particular product or service or to attend an event; second is image building of a company or an organization or an event and the third is to inculcate awareness about a particular scheme or developmental program taken up by the government or developmental agency for the welfare of people. These ends are achieved through print and electronic media as well as other audiovisual means like, film commercials and slide presentation, live shows, hoarding's, exhibitions, sale promotion campaigns and demonstration etc.

Any big advertising agency would comprise of a number of operational departments like Client Servicing, Creative Department, Media Department, Production Department and Research Department. Work performed differs in each department and so does the desired personal attributes for personnel working in these departments. Like, a personnel in the creative department of an advertising firm needs to be original and creative and have the ability to create campaign suitable to the requirement. Similarly those in client servicing department should be adept in negotiating and therefore have excellent communication and numerical skills.

Educational Qualification:

There is no such eligibility norm for entry into advertising. Basic qualities like creativity and flair for writing or ability to translate ideas into a visual format are good enough for making a successful career in this field. More over those specializing in areas like management, fine arts, designing, multi media, mass communication, photography, marketing & sales have openings in the field of advertising. However, some institutions conduct specialized courses in advertising. Most of these courses are postgraduate courses and are linked with mass communication, sales and marketing or public relations.